{"id":157266,"date":"2026-01-07T11:53:17","date_gmt":"2026-01-07T10:53:17","guid":{"rendered":"https:\/\/lifeislive.es\/?post_type=portfolio&#038;p=157266"},"modified":"2026-03-10T17:29:13","modified_gmt":"2026-03-10T16:29:13","slug":"kelloggs-special-k","status":"publish","type":"casos-de-exito","link":"https:\/\/lifeislive.es\/en\/casos-de-exito\/kelloggs-special-k\/","title":{"rendered":"Kellogg\u2019s \u2022 Special K"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;100&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;5&#8243; back_image=&#8221;157330&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;104582&#8243; css=&#8221;.vc_custom_1768207307763{padding-right: 18px !important;padding-left: 18px !important;}&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;justify&#8221; gutter_size=&#8221;6&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;5&#8243; style=&#8221;dark&#8221; font_family=&#8221;font-138380&#8243; overlay_alpha=&#8221;10&#8243; radius=&#8221;hg&#8221; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;732357&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;5&#8243; back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;114335&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;alpha-anim&#8221; animation_speed=&#8221;1600&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;205858&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; uncode_shortcode_id=&#8221;146846&#8243; el_class=&#8221;.hero-brand&#8221; heading_custom_size=&#8221;23px, 3vw, 50px&#8221;]<span style=\"color: #808080;\">Kellogg\u2019s \u00b7 Special K<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; uncode_shortcode_id=&#8221;206783&#8243; heading_custom_size=&#8221;clamp(28px, 3vw, 50px)&#8221; el_class=&#8221;.hero-intro&#8221;]C\u00f3mo anticipamos el resultado de la campa\u00f1a y logramos +2,6M de alcance sin paid media.[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;128392&#8243; heading_custom_size=&#8221;clamp(20px, 3vw, 25px)&#8221;]<strong>Campa\u00f1a de influencer marketing para reforzar la presencia de marca en rutinas saludables.<\/strong>[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;136777&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; separator=&#8221;yes&#8221; uncode_shortcode_id=&#8221;803253&#8243; heading_custom_size=&#8221;clamp(26px, 3.5vw, 40px)&#8221;]El reto[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;206824&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]<strong>Activar el consumo de las cinco variedades<\/strong> de Special K en su momento natural: las ma\u00f1anas.<\/p>\n<p><span style=\"display: block; margin-top: 1em;\">La marca necesitaba reforzar su presencia en rutinas saludables de desayuno, integrando el producto de forma cre\u00edble en h\u00e1bitos cotidianos y alineados con el estilo de vida de su audiencia.<\/span><\/p>\n<p><span style=\"display: block; margin-top: 1em;\">Adem\u00e1s, el reto pasaba por validar la inversi\u00f3n antes de la ejecuci\u00f3n, <strong>anticipando el impacto potencial<\/strong> de la campa\u00f1a a partir de la idea creativa y de los perfiles de creadores seleccionados, <strong>sin recurrir a paid media<\/strong>.<\/span>[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; radius=&#8221;hg&#8221; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;195826&#8243;][vc_single_image media=&#8221;157456&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;hg&#8221; advanced_videos=&#8221;yes&#8221; mobile_videos=&#8221;autoplay&#8221; lb_video_advanced=&#8221;yes&#8221; lb_muted=&#8221;no&#8221; uncode_shortcode_id=&#8221;154500&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; inverted_device_order=&#8221;yes&#8221; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;727314&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; radius=&#8221;hg&#8221; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;195826&#8243;][vc_single_image media=&#8221;157447&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;hg&#8221; advanced_videos=&#8221;yes&#8221; mobile_videos=&#8221;autoplay&#8221; lb_video_advanced=&#8221;yes&#8221; lb_muted=&#8221;no&#8221; uncode_shortcode_id=&#8221;780982&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; separator=&#8221;yes&#8221; uncode_shortcode_id=&#8221;179685&#8243; heading_custom_size=&#8221;clamp(26px, 3.5vw, 40px)&#8221;]<b>La idea creativa<\/b>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;147754&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]<strong>#SpecialKRutinas<\/strong><\/p>\n<p>Desarrollomos el concepto #SpecialKRutinas, un territorio creativo basado en rutinas matutinas saludables, pensado para:<br \/>\n\u203a Integrar las cinco variedades de Special K de forma natural.<br \/>\n\u203a Adaptarse a distintos estilos de vida y contextos de consumo.<br \/>\n\u203a Mantener coherencia de marca en perfiles con territorios editoriales diferentes.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;117295&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; separator=&#8221;yes&#8221; uncode_shortcode_id=&#8221;336845&#8243; heading_custom_size=&#8221;clamp(26px, 3.5vw, 40px)&#8221;]<b>Anticipaci\u00f3n del resultado<\/b>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;211330&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]A partir del concepto creativo, se defini\u00f3 un mix de creadores en Lifestyle y Gastro, evaluando su encaje con la idea y su contribuci\u00f3n al alcance global de la campa\u00f1a.<\/p>\n<p><span style=\"display: block; margin-top: 1em;\">Antes de la activaci\u00f3n, se estableci\u00f3 un escenario de alcance esperado mediante <strong>Lifeislive Predict<\/strong>, que cruz\u00f3 el territorio creativo desarrollado con los perfiles seleccionados para validar el impacto potencial de la campa\u00f1a antes de su ejecuci\u00f3n. Este escenario sirvi\u00f3 como referencia para la toma de decisiones y la validaci\u00f3n del plan de campa\u00f1a.<\/span>[\/vc_custom_heading][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;966680&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_right&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;172588&#8243; el_class=&#8221;.body-ejecucion&#8221;][vc_custom_heading heading_semantic=&#8221;div&#8221; text_size=&#8221;custom&#8221; uncode_shortcode_id=&#8221;125186&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]<a href=\"https:\/\/lifeislive.es\/lifeislive-predict\/\"><u><strong>Saber m\u00e1s sobre Lifeislive Predict<\/strong><\/u><\/a>[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; radius=&#8221;hg&#8221; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;195826&#8243;][vc_single_image media=&#8221;157449&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;hg&#8221; advanced_videos=&#8221;yes&#8221; mobile_videos=&#8221;autoplay&#8221; lb_video_advanced=&#8221;yes&#8221; lb_muted=&#8221;no&#8221; uncode_shortcode_id=&#8221;139751&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; inverted_device_order=&#8221;yes&#8221; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;905238&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; radius=&#8221;hg&#8221; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;195826&#8243;][vc_single_image media=&#8221;157451&#8243; media_width_percent=&#8221;100&#8243; shape=&#8221;img-round&#8221; radius=&#8221;hg&#8221; advanced_videos=&#8221;yes&#8221; mobile_videos=&#8221;autoplay&#8221; lb_video_advanced=&#8221;yes&#8221; lb_muted=&#8221;no&#8221; uncode_shortcode_id=&#8221;997118&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; separator=&#8221;yes&#8221; uncode_shortcode_id=&#8221;173865&#8243; heading_custom_size=&#8221;clamp(26px, 3.5vw, 40px)&#8221;]<b>Activaci\u00f3n<\/b>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;620953&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]#SpecialKRutinas<\/p>\n<p>La idea se ejecut\u00f3 con influencers afines a un estilo de vida saludable, que compartieron sus rutinas matinales reales, integrando Special K de forma natural en su desayuno.<\/p>\n<p><span style=\"display: block; margin-top: 1em;\">Para obtener el equilibrio entre consistencia editorial y volumen de impacto, seleccionamos dos categor\u00edas de influencers:<\/span><\/p>\n<p>\u203a <strong>Lifestyle<\/strong> como drivers de alcance.<br \/>\n\u203a <strong>Gastro<\/strong> como refuerzo de credibilidad de producto.<\/p>\n<p><span style=\"display: block; margin-top: 1em;\"><strong>Perfiles:<\/strong> Pablo Castellano \u00b7 Natalia Coll \u00b7 Carla Di Pinto \u00b7 Estela Grande \u00b7 Marta Sanahuja \u00b7 In\u00e9s Basterra \u00b7 Jaime Maure \u00b7 Nuria Garro.<\/span>[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;5&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;121759&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; separator=&#8221;yes&#8221; uncode_shortcode_id=&#8221;205531&#8243; heading_custom_size=&#8221;clamp(26px, 3.5vw, 40px)&#8221;]<b>Resultados<\/b>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-138380&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;367125&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]\u203a Alcance: <strong>+2,6M de personas.<\/strong><br \/>\n\u203a Views: <strong>+2,7M.<\/strong><br \/>\n\u203a <strong>Resultado final alineado<\/strong> con la <strong>estimaci\u00f3n<\/strong> del resultado realizada con <strong>Lifeislive Predict.<\/strong><br \/>\n<span style=\"display: block; margin-top: 1em;\">La campa\u00f1a permiti\u00f3 cubrir toda la gama Special K bajo un \u00fanico concepto creativo, manteniendo coherencia y volumen de impacto.<\/span>[\/vc_custom_heading][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;966680&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_right&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;172588&#8243; el_class=&#8221;.body-ejecucion&#8221;][vc_custom_heading heading_semantic=&#8221;div&#8221; text_size=&#8221;custom&#8221; uncode_shortcode_id=&#8221;901789&#8243; heading_custom_size=&#8221;clamp(18px, 2vw, 22px)&#8221;]<a href=\"https:\/\/lifeislive.es\/campanas-influencer-marketing\/\"><u><strong>M\u00e1s sobre el servicio de campa\u00f1as<\/strong><\/u><\/a>[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; radius=&#8221;hg&#8221; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; 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